New brekki Identity Sets the Ready-To-Eat Oats Brand Free from the Yoghurt Aisle

Ready-to-eat oats company, brekki, in partnership with integrated creative agency GYK Antler, has launched a vibrant look this summer. As the still relatively new ready-to-eat oats category has yet to claim a distinct home in grocery stores, brekki found itself lost in the ever-expanding yoghurt aisle. With increasing consumer attention and more than 25% growth in the category Q1-Q2 2023, the brand needed to stand out and separate itself from the pastoral, clean, stark white world of yoghurt and dairy alternatives. Embracing shades of hot pink, lime green, bright yellow, and a blue more often found in the kid’s cereal aisle than the dairy aisle, brekki achieves just that.

With a mix of bold and playfully relatable photography, brekki positions itself as a heroic addition to your morning routine while also suggesting usage occasions outside of the breakfast table.

Even with these changes, the brand’s new look stays true to its original consumer: the healthy-ish, on-the-go, and trend-conscious millennial. Because who has time to make breakfast anymore, let alone a nutrient-rich breakfast filled with ancient grains and real fruit? And with flavours like brekki strawberries, bananas & maple brown sugar, dark chocolate, and their latest addition, cold brew coffee (with caffeine!), why would you want to?